Youngor 001 Fashion Concept Store
Seeing new retail quietly penetrating into and changing people’s lifestyle, YOUNGOR Group teamed up with JFR Studio to present YOUNGOR 001 Fashion Concept Store. Located in Ningbo – also the home to the Group's headquarters, the project is intended to reshape Youngor’s brand image.
The original building at the construction site was a half sphere with glass façade. JFR completely demolished the interior of the sphere and built an umbrella-shaped core tube in the center. The unfolded umbrella, featuring random perforation, can offer both sufficient natural light and a desirable light-shadow effect, while the core tube has organically connected different spaces in the building in the vertical sense.
As Youngor owns a lineup of sub-brands with varied styles, attributes and target consumers, the designers applied different materials and design approaches to highlight their uniqueness, while bringing them together in a harmonious manner. Their diversified features and superior quality will surely create an impressive shopping experience for consumers.
Besides the elevator built within the core tube, ultra-wide steps were also designed on both sides of the entrance, which not only allow the shopping mall to display products from time to time, but also serve as a space for guests to sit, relax, and interact. To naturally diverting customers upstairs and diversify showcase forms, stairways are arranged on two sides of the steps, separating the Thin & Light Sports collection on Level 1 and the more commercial and high-end space for brands MAYOR and HANP on Level 2.
The VIP lounge, café, Youngor Garment Museum, VR Experience Room, and Children's Play Area featured in the space are a breakthrough compared with traditional Chinese stores. These facilities make Youngor 001 Fashion Concept Store go beyond the role as an O2O experience center, but also a VIP service center, and a communication center that spreads Younger’s fashion culture.
Starting from consumer experience, JFR Studio develops experience galleries that can give customers multiple sensory experiences of consumption as the standard and normal of future consumer industry。
In terms of construction materials, a large number of green materials that can grow by themselves or be recycled, such as metal mesh, plaited bamboo, and terrazzo, were used. To create an environment that is closest to the nature, the designers also applied luminescent films, as a way to simulate natural light.
The experience pavilion has been built by the designer into a display platform with both classic elegance and modern trends, presenting the continuous vitality of traditional brands to the public in a new mode. It is composed, dynamic and innovative.